“We realize that men don’t shop with lists and they hate shopping so we figured we’d make it easy on them,” he said.

Rather than consult sales information, Zoitas and Ian Joskowitz, chief operating officer of Westside Market, selected man aisle brands and products with help from members of Eve to Adam — the all-male band that they manage.

The secondary positioning has paid off, helping to double — and even triple sales — of so-called “broceries” like Doritos, Gatorade and beer.